Visible Technologies, a social media monitoring, analytics, and engagement provider for enterprise business marketers and agencies, announced the expansion of its Visible Intelligence (VI) platform Tuesday. The expansion includes new features such as the addition of customizable reach metrics and multidimensional segmentation graphs that help marketers measure the effectiveness of social campaigns, launches, and programs.

According to a 2012 Adobe report, 52 percent of marketers claim that difficulties in accurately measuring ROI is their biggest source of frustration in social media marketing. The extension of the Visible Intelligence platform tackles this issue. The platform's segmentation and reach assess messaging and social conversations with expanded analytics to identify top sites with large domains, view the number of Twitter followers of post authors, and get a snapshot of key Web site metrics to allow marketers to determine what information is most important to their business and tailor reach scores accordingly.

"It's one thing to do brand measurement or basic engagement. What we're finding is our clients want metrics and measurements such as these to really get to the microsegmentation and then identification of the influence and the audience that make a difference," Richard Pasewark, CEO of Visible, says.

The platform's added capabilities and features include more in-depth category and tab organization for easier search; a new guided navigation and next generation search feature to streamline the search experience and allow users to browse available data quickly, segmenting the results based on what is coming up in the data; expanded reach score analytics, a tool that analyzes data such as site visitation and author follower measures to assess the more prominent posts with a reach score for the brands and topics of interest; conversation filters; and automated post scheduling.

"This release taps into the gold mine of information in our platform to help marketers boost brand awareness, streamline marketing work flow, and uncover insights that provide return on social investments," Pasewark says. "At Visible, we understand that every customer has a different set of expectations for social media and we continue to drive results with the scope of capabilities in our VI Platform."